Nghiên cứu hành vi tiêu dùng sản phẩm Dielac Alpha Gold của Vinamilk tại Thành phố Hồ Chí Minh=Research on consumer behavior of Vinamilk’s Dielac Alpha Gold product in Ho Chi Minh City

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Tác giả: Thị Yến Phi Nguyễn

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Phát triển và Hội nhập, 2024

Mô tả vật lý: tr.50-55

Bộ sưu tập: Metadata

ID: 483685

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Nghiên cứu nhằm mục đích phân tích các yếu tố ảnh hưởng đến hành vi tiêu dùng sản phẩm Dielac Alpha Gold của Vinamilk tại thành phố Hồ Chí Minh. Nghiên cứu tiến hành dựa trên 240 đối tượng, là các phụ huynh có con dưới 6 tuổi. Quá trình khảo sát được thực hiện tại 24 quận, huyện của thành phố Hồ Chí Minh. Kết quả nghiên cứu cho thấy có 8 yếu tố ảnh hưởng đến hành vi tiêu dùng của khách hàng đối với sản phẩm Dielac Alpha Gold tại thị trường thành phố Hồ Chí Minh, gồm: Chất lượng sản phẩm, đặc điểm dinh dưỡng nổi trội, sự thuận tiện khi mua, hình thức chiêu thị, bao bì sản phẩm, ảnh hưởng xã hội, thương hiệu của sản phẩm, và giá cả. Các yếu tố có mức ảnh hưởng đến hành vi tiêu dùng chênh lệch nhau không nhiều với trọng số chuẩn hóa nằm trong khoảng 0,207 – 0,269
trong đó, yếu tố tác động mạnh nhất đến hành vi tiêu dùng của khách hàng là hình thức chiêu thị. Từ đó, tác giả đề xuất một số hàm ý quản trị với kỳ vọng giúp Vinamilk đáp ứng tốt hơn nhu cầu của khách hàng trong tương lai.The study aims to analyze factors that influenced Vinamilk’s Dielac Alpha Gold consumer behavior in Ho Chi Minh City. The study was conducted on 240 subjects, parents with children under the age of six. The survey was conducted in 24 districts of Ho Chi Minh City. The results showed that there are eight factors that influence consumer behavior for Dielac Alpha Gold products in Ho Chi Minh City market, including: Product quality, excellent nutritional characteristics, ease of purchase, form of promotion, product packaging, social influence, product brand, and price. The factors that influence consumer behavior vary not so much with the standardized weighting ranging from 0,207 to 0,269
of which, the most powerful factor that influences consumers’ consumption behaviour is the form of auction. From there, the author proposes some management implications with the expectation of helping Vinamilk better meet the needs of customers in the future.

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